Article |

Creating a softer side for Softsoap

In a shift from the traditional straight lines of the old Softsoap® container, Colgate, with the help of IDI (New York, NY), has changed the look of its hand soap package to give it a rounder and softer appearance.
FILED IN:  Package design  > Structural

The old package according to IDI president Gary Grossman wasn’t congruent with the soft gentle product. So IDI shaped the container like a bubble and softened the pump head action making it easier to push. Grossman says consumers wanted a package that would fit easily in their hands. As a result of the change Softsoap sales exceeded Colgate’s expectations after just six weeks.

Comments(0)

Add new comment

ADVERTISEMENT
E-BOOK SPECIAL REPORT
42 Best Package Designs: 2014 edition
Sign up to receive timely updates from our editors and download this e-book consisting of our editors' picks of most notable package designs. Updated for 2014!
x

 

Newsletters
Don’t miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
GENERAL INTEREST

New Issue Alert

Packaging World Magazine

eClip

Breaking packaging news

Packaging Insights

Pertinent packaging issues

PACKAGE DESIGN/
DEVELOPMENT

Greener Package

Sustainable packaging

Shelf Impact

Package design strategies

Each newsletter ranges in frequency from once per month to a few times per month at most.